Planning the best route to market with Trade Promotion Management
With world events occurring over the past few years, Consumer Products Manufacturers have seen a dramatic shopper shift from brick-and-mortar retail to ecommerce. While some manufacturers have responded to this shift more quickly, others are struggling to catch up.
In his session at the most recent CPG Matters® virtual LEAD Marketing Conference, Joel Cartwright of Vistex, explained how the CP Manufacturer has to make a huge decision about the second largest line item on the P&L. Where do you invest trade spend for promotional strategy – ecommerce, traditional brick-and-mortar, or both? Joel defines evaluation strategies and analytic factors to determine the best route to market.
Joel Cartwright - Industry Principal, Consumer Products at Vistex
Joel Cartwright specializes in Trade Promotion efficiency for CPG (Consumer Packaged Goods) manufacturers. With more than 20 years of experience in Finance, Accounting and Sales Operations, Joel has worked for Sara Lee Foods US, Sunny Delight Beverage and Kimberly Clark. Joel has also spent the last 14 years focused on retail trade promotion software – including implementations, product management and support. He graduated with an MA in Business from Northern Kentucky University and a BA in Applied Science from the University of Cincinnati.